We will summarize the characteristics that this type of approach has and that makes it one of the most attractive for SMEs.
Create business visibility. At the moment in which a user (in a specific city), performs a search for a business, a series of results will appear. Maybe one of them is your company if you have created a Google My Business account and it is well configured. And this will perform for free.
Allows mobility to the business. Once they choose the company they want to go to, they have to click on Google Maps, and it will automatically take them to the site. Therefore, it becomes fully accessible to all geographic segmentation.
Differentiation. That a company has a good profile in this tool, with reviews, photos, description, automatically differs from the others. And it will be much more likely to be chosen.
Reviews. Many consumers will interact with your business. They will post their opinions; they can upload photos, etc. Also if you have a website, you can get different conversions in it.
Once we have the characteristics, we will divide the strategies of local SEO into SMEs into two. They are the options, which you can and must carry simultaneously, to get good results on the local SEO in SMEs, depending on the resources of each one.